OUR MISSION

The ASUC Student Union, in partnership with student leaders, offers community-focused services and programs; providing opportunities for students to learn, grow, and live a balanced life. This includes facilitating events for students and the community, operating businesses that are responsible, sustainable, and engaging, and offering programs to build skills and explore creativity.

OUR VISION

As a hybrid business and programming entity within UC Berkeley, our successes are directly related to our ability to financially support our staffing and our programs for students. In addition to traditional revenue measurements, we also value the importance of student engagement and participation. We apply commercial strategies to maximize improvements to our students’ well-being. We need to find that balance between businesses with social integrity and those that will support our organization and programs.

OUR STRATEGIC GOALS: 2021-2026

01 | Position the Student Union for ongoing and future financial stability and continued investment in our organization. Foster mutually beneficial relationships that generate additional commercial revenue. Update the model of our financial support to our partners.Be a vibrant Student Union that is a welcoming space for the Cal Community and truly embodies inclusivity and belonging. Utilize space in a manner that allows for flexibility and anticipates the needs of current and future students.

02 | Leverage our expertise to build relationships, increase revenue, and expand on our services. Continue to build the Student Union family of brands and awareness of our new services.

03 | Have a comprehensive customer service model used by all units within the Student Union. Through training and team building, create a culture in which all staff members feel like ambassadors of the Student Union.

04 | Distinguish the ASUC and Student Union as two separate entities and brands across campus. Ensure the ASUC, our staff, and Board of Directors understand their roles and scope relative to the Student Union and its finances, spaces and services.

OUR VALUES

01 | Service: We think of others first. We are service oriented. We work so that others may benefit. We are service minded.

02 | Responsibility: We are accountable for the way in which we conduct business, in both our decision making and actions. We are responsible.

03 | Inclusiveness: We think about the big picture. We are a welcoming harbor for all thoughts, ideas, opinions, individuals and communities.

04 | Creativity: We work towards greater ideals that do not currently exist. We are resourceful in dealing with unexpected circumstances.

05 | Integrity: We are steadfast in adhering to a strict moral and ethical code. We do the right thing when no one is looking.

06 | Engagement: We interact with our audiences to build personable relationships. We actively participate with our audiences at their level.